Elements and Performance Criteria

RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Main purposes of the marketing audit may include:
investigating the potential macro- and micro-environmental factors which may affect business and marketing operations
obtaining a comprehensive description of all major marketing activities of the organisation
providing a basis for marketing planning activities
Criteria to use in an external marketing audit may include:
business and competitor characteristics
consumer needs
credit availability
demographics
forecast trends such as:
age
growth
income
regional distribution of population
size
general effects that changes in the law and politics may have on the organisation
influence of technology on the operations and substitution of products and services on the organisation's business
interest rates and cost of capital
macro-external environment elements, including:
demographic
economic
ethical
physical/geographic
political/legal
social/cultural
technological
material shortages
micro-external environment elements, including:
buyer and consumer behaviour
collaborators and alliance partners
competition
market demand
product or service usage
social and cultural factors
unemployment
External environmental factors may include:
business environmental factors
general economic and demographic environmental factors
political, fiscal and legal environmental factors
social and cultural environmental factors
Criteria to use in an internal marketing audit may include:
existing research data and marketing information systems
industry sources
internal data such as sales, promotions and product or service development
organisation structures
supply chain management and logistics
Describing the marketing organisation may include:
functional efficiency
internal interface within the organisation
organisation's formal structure
Marketing systems may include:
marketing control
marketing information
marketing planning
product, service and concept related systems

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
conducting, documenting and reporting on an internal and external audit of an organisation's marketing activities in accordance with organisational reporting requirements.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources
access to appropriate documentation and resources used to conduct marketing audit activities.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following assessment methods are appropriate for this unit:
assessment of written marketing audit reports
direct questioning combined with a review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of marketing audit reports
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony form team members, colleagues, supervisors or managers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
other marketing units.